#SMX #33D @djgeoffe

SOCIAL CREATES DEMAND, SEARCH CAPTURES INTENT

BETTER TOGETHER: SEARCH + SOCIAL

#SMX #33D @djgeoffe

This is how many of us define what we do…

#SMX #33D @djgeoffe

This is really how we need to define what we do…

#SMX #33D @djgeoffe

Rule #1 of Social + Search Club: Don’t talk about platforms or technology

#SMX #33D @djgeoffe

Rule #2 of Social + Search Club: Talk About How People Behave…

2015 People Trends: •  Buying

convenience •  Omnichannel

solutions •  24/7 convenience

#SMX #33D @djgeoffe

Question #1 of Social + Search Club: Does Social Drive Awareness and Search Drive Intent?…

#SMX #33D @djgeoffe

Answers #1 •  Many think this is the case and align their

advertising so that social data fuels search intent

•  What keywords can one plant in social that will drive in search?

•  What content can one plant in social that will drive SEO?

#SMX #33D @djgeoffe

Additional Questions #1 •  The web and behavior aren’t linear so to think

people see content on social, then search is too simplistic in the complexity of human beings. Yet for the majority this is how the river flows.

•  Where is the source of demand being generated? Where is your starting point?

#SMX #33D @djgeoffe

Question #2 Will additional search supply yield higher results if the keyword “shower speaker” is a highly profitable search term for a marketer yielding a 10:1 return on ad spend.

#SMX #33D @djgeoffe

Answer #2 •  No. If you, the marketer, try to invest more in

your search campaign, that will not cause more people to search for “shower speaker,” it will simply cost you, the marketer, more to reach the same number of people.

#SMX #33D @djgeoffe

Additional Questions #2 •  Isn’t it important to understand the psychology

of how people use Google and use it when compared to how they use social?

•  People are in discovery mode on social, not intent mode, so they are more inclined to dig for information later if they’ve discovered on their own time.

#SMX #33D @djgeoffe

Question #3 If people don’t have purchase intent like they do on Bing, how is social valuable?

#SMX #33D @djgeoffe

Answer #3 •  It turns out that this is exactly why social is so

valuable – it is that very lack of intent that creates an opportunity to win over new customers.

•  Marketers looking to search data to tell them where the demand comes from is a reactive strategy.

•  Proactive is creating the demand.

#SMX #33D @djgeoffe

Additional Questions #3 •  Is Google and Bing the last stops on the

customer purchase journey? •  The question marketers should always ask is

where did that purchase intent come from in the first place? Marketers should be seeking the source of demand (aka Twitter, Facebook) and going there as a starting point.

#SMX #33D @djgeoffe

§  Objective – Getting CMOs to Pay Attention to Search Marketing

§  Content – “Why CMOs Should Pay Attention to Search Marketing” Video Series and Infographic

§  Bing Ads – Keywords (Phrase Match): Search Marketing for the CMO, Search Engine Marketing, Paid Search Advertising, Search Advertising, Bing, Bing Ads,

§  Social Distribution (Organic/Paid) – Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest

§  CTAs/URLs – Point to Website Landing Page with additional content (Nurtures SEO)

Example Applied to a Real Business

#SMX #33D @djgeoffe

Example Applied to a Real Business

Demand Ideation Around Context, Feature, PEOPLE

Social Network Distribution: Facebook, Twitter, LinkedIn, Instagram, Etc. Search Engine

Marketing Campaign in TANDEM with Social Campaign

Data Analysis of KPIs Generates New Data for Future, Ongoing Agile Marketing Campaigns

Business Objectives

Data insights to inform Science and Art of Next Campaign

#SMX #33D @djgeoffe

THANK YOU!

SEE YOU @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016